According to reports, Sky’s parent company Comcast has agreed a deal to acquire ITV’s broadcasting and streaming unit.
Reuters has cited two sources who claim ITV will acquire Love Productions, the company behind The Great British Bake Off, as part of the deal.
Lawyers are now finalising terms, added the report, meaning the deal could be officially announced in the next couple of weeks.
ITV first confirmed it was in talks with Comcast in November 2025, The talks have focused on the broadcaster’s Media and Entertainment division, which includes its TV channels as well as streaming service, ITVX.
Last month ITV confirmed talks were still ongoing: “Following our announcement in November 2025, we remain in active discussions with Sky regarding a possible sale of the M&E business. We will update the market in due course.”
The broadcaster dropped a line stating “there can be no certainty as to whether a transaction will take place” from its earlier announcements.
